In this lecture, we explore Igor Ansoff’s enduring contribution to strategy and his famous growth framework, the Ansoff Matrix. Ansoff showed that firms have four basic paths to growth: market penetration, market development, product development, and diversification. We examine how each path carries different risks and rewards, illustrated by cases from Coca-Cola and Disney to Apple and Amazon. The episode also considers critiques of the framework, its relevance in the digital age, and the ethical questions growth strategies raise. Ansoff’s work remains a cornerstone of strategic management because it reminds us that growth is not random but a matter of deliberate choices about direction and risk.